Brothers Share Their Thoughts on Fashion and Life in Downtown LA

Local Brothers Forge Global Brand from Downtown LA

Los Angeles, CA — Twin brothers Joshua and Jonathan Pedroza, now 27, have turned their childhood passion into a thriving streetwear brand called FUCCUUWANT. The brand, deeply intertwined with skate culture and their experiences in downtown Los Angeles, has gained a worldwide following since its inception.

The Pedroza brothers began their journey into fashion in sixth grade with a brand called Social Kids. Despite several initial attempts at entrepreneurship that they describe as "failures," these formative experiences laid the groundwork for FUCCUUWANT. "I feel like once you start living what you want to do, it honestly becomes your reality," Jonathan stated. Joshua echoed this sentiment, emphasizing that hard work and self-trust are crucial to their success.

The influences for FUCCUUWANT stem not from mainstream fashion trends but from their immediate environment, including skateboarding and the vibrant energy of Los Angeles. "I don’t really look on the internet and get inspired by somebody because those people are already inspired by somebody else," Joshua explained. "I think that FUCCUUWANT is that originality."

The brothers were born in Long Beach but moved to Huntington Park at a young age, where they developed a deep connection to skateboarding and its accompanying culture. Their first foray into fashion, Social Kids, came about through a network of sponsored skate competitions. They later experimented with another brand called Soulless, but felt it did not align with their vision.

With limited financial backing but an abundance of creativity, they launched FUCCUUWANT. Initial marketing strategies included gifting clothing to their skater friends while filming skate clips, allowing the brand to gain traction within their community. They often thrived on DIY efforts, repainting thrift store jeans to create unique pieces before selling them.

A pivotal moment occurred on Melrose Avenue when a manager expressed interest in the jeans Jonathan was wearing. The customer turned out to be rapper Uno The Activist, who purchased the jeans on the spot. "The next day, he posted a picture," Joshua recalled, marking a significant milestone in their brand’s visibility.

FUCCUUWANT experienced further growth when Billie Eilish showcased their jeans on social media. "We posted them on Instagram, and we ended up making like $10,000 that day alone," Joshua said, recounting how they quickly sourced similar jeans to meet the unexpected demand.

Under the guidance of their creative director, Hunter Lewis, the Pedroza brothers are meticulous about how they present their brand. "We want to do it organically, authentically," they said, emphasizing a thoughtful approach that emphasizes patience and genuine engagement over fleeting popularity.

Their clothing has since been worn by artists such as Migos, Natanael Cano, and Xavi, with shipments reaching international locations from Australia to Japan. "Sometimes I’ll be walking down the street, and that idea literally starts what I want the jeans to feel like," Joshua noted, articulating how their personal experiences shape their designs.

Their latest launch features "Distressed Gym Tees," "FUW Bball Shorts," and "Spider Web Rocker Jeans" — all reflective of the downtown LA culture. The twins also produce and perform music under the moniker 2win$, symbolizing that "the world is not safe." Their recent mixtape, released on April 4, showcases a diverse sound inspired by their everyday lives.

"Just living off what we love to do is, like, my biggest highlight," they said. The Pedroza brothers combine their fashion and musical endeavors with a social media series titled “How to Make it in Downtown LA,” sharing insights on navigating the city while running their brand.

As they continue to evolve, Joshua and Jonathan Pedroza remain committed to their vision, driven by passion and the experiences that have shaped them. "The fact that we’re literally continuing this, knowing what we’ve been through, it’s a crazy idea," they concluded.